3 STEPS TO HAIR HEALTH
Introducing Aveda’s Damage Remedy™ Restructuring System: Restructuring Shampoo, Restructuring Conditioner and Intensive Restructuring Treatment

NEW YORK (September 2005) — Revitalize damaged hair instantly with the power of plants.

Aveda™ , the maker of plant-derived hair care, skin care, makeup and lifestyle products, introduces a powerful plant-based hair care system formulated to protect and help repair even the most overstressed tresses: Damage Remedy Restructuring Shampoo, Restructuring Conditioner, and Intensive Restructuring Treatment. This three-step hair care system is the remedy damaged hair needs to re-emerge healthy, strong, and smooth.

“Trends toward hair coloring and thermal styling, in addition to exposure to environmental aggressors, have created a strong demand for hair care regimens that help repair damage. Over 70% of women claim they have some level of damaged hair,” says Sandy Zappia Collins, Marketing Manager for Shampoos and Conditioners for Aveda. “Damage Remedy is a highly conditioning restructuring treatment formulated with quinoa protein to moisturize and help repair damage with instant results.”

The shampoo and conditioner are ideal for daily care, while the treatment is formulated for weekly use to deliver intensive repair, moisture and shine.

Damage Remedy’s plant-based and organic ingredients—which are all sustainably sourced—include:

• Organic quinoa protein. Sacred to ancient Inca Indians for its life-supporting nutrients—quinoa protein has more protein than all other grains, and is high in amino acids that offer intense treatment benefits. It penetrates and adheres to the hair shaft, helping to fortify, condition and repair.
• Organic babassu. In the region of Maranhão, Brazil, women known as ‘nut-breakers’ have empowered their community and built a flourishing local economy by sustainably harvesting certified organic babassu nuts. The babassu in Damage Remedy Restructuring Shampoo gently cleanses hair and provides a rich, luxurious lather. Babassu nut derived conditioning agents deeply moisturize.
• Phellodendron, sandalwood and barley are plant-based emollients that aid in smoothing the hair cuticle to seal in moisture and restore shine.
• Sea buckthorn is a natural anti-oxidant that helps protect from damage caused by environmental stressors.
• Organic bergamot, ylang ylang and mandarin provide an aroma therapeutic experience.